美國餐飲服務產業的社群媒體與技術：新市場的動向與機會 是由出版商Packaged Facts在2011年03月所出版的。
這份英文市場調查報告書包含126 Pages 價格從美金3995起跳。
由於社群媒體、行動裝置、消費者生活方式的會合，導向了所謂餐廳與消費者互動性的新時代。開拓了餐廳業者在與消費者的關係建立，並獲得收益機會的新方式。
本報告，調查分析美國餐飲服務產業上社群媒體以及各種技術的動向，彙整社群網路以及消費者的檢視平台的各種類型、概要、優點、個案研究、導入餐飲服務產業的各種技術的類型與概要、技術使用者的檔案資料等，由下列摘要形式闡述。
第1章 報告摘要
第2章 基礎・成長因子
- 簡介
- 餐廳環境的急遽變化
- 變化的促進因子
- 寬頻的導入與使用
- 多連線線上世界
- 行動消費者・行動技術
- 行動電話/智慧型手機的普及率
- 社群媒體
- 豐富的應用
- 社群網路與用餐應用
- 行動定位服務
- 行動付款
- 準備完成的NFC付款
- Starbucks：條碼的使用
- TabbedOut：未來的浪潮，等
第3章 社群網路服務&餐飲服務
- 概要
- 社群媒體：龐大的到達與使用
- 社群網路服務
- 社群網路服務的商業使用
- 過多的平台
- 與社群媒體相關的優點
- 課題
- 透過社群媒體獲得受關注的餐廳資訊
- Facebook
- Facebook上的餐飲服務
- Facebook的行動應用服務
- Twitter
- Twitter上的餐飲服務
- Twitter上的流動餐車
- Twitter的行動應用服務
- ROI的算出，等
第4章 科技用餐&行動定位基礎的媒體
- 科技用餐
- 行動裝置
- Chili的Pay-at-the-Table
- 大學餐廳的技術
- iPad
- 智慧型手跡・應用・行動定位服務，等
第5章 線上訂購・檢視平台・美食部落格&照片
- 概要
- 線上訂購：急速轉移至多概念平台
- 外送與外帶的將來
- 線上訂購平台
- 線上消費者檢視平台
- 美食部落格&照片
第6章 行動餐廳使用者與都市區用餐者的詳細分析
- 行動餐廳使用者的詳細分析
- 餐廳生活方式與技術利用
- 年輕族群所牽引的現象
- 所得與技術的關連性
- 主要技術的重複利用
- 行動應用服務/技術分析
- 都市區用餐者的詳細分析
- 網路連線地點：DMA分析
- 網路連線方式：DMA分析
- 行動電話服務動向：DMA分析
- 餐廳使用的動向：DMA分析
第7章 社群媒體的使用：Chipotle Mexican Grill的個案研究
第8章 社群媒體的使用：Starbucks 的個案研究
附錄
Abstract
The convergence of social media, mobile devices and consumer lifestyles is
ushering in a new era of restaurant-consumer interaction, opening new doors
for restaurant operators to build customer relationships and sales
opportunities, according to Packaged Facts' Social Media and Technology in the
U.S. Foodservice Industry: Trends and Opportunities for an Emerging Market.
Tethered by the Internet, restaurant operators are increasingly interacting
with restaurant consumers in real-time - at work, at home or in mid stride.
This provides significant opportunity to shape consumer food choices not only
as they are being made, but also in proximity to a restaurant seeking that
consumer' s business.
This Packaged Facts report provides the insight and analysis foodservice
market participants need to understand and leverage social media and
technology platforms to enhance their bottom lines.
The analysis includes the following:
- Social Networking Platforms
- Consumer Review Platforms
- Food Blogs And Food Photography
- Technologic Dining In Action
- Smartphones And Applications
- Online Ordering Platforms
- Anatomy Of The Mobile Restaurant Ordering User
- Anatomy Of The Urban Diner
- Using Social Media To Effect: Restaurant Case Studies
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Methodology
- Consumer survey methodology
- Definitions
- Restaurant Segmentation Overview
- Foundation & Growth Factors
- Insight capsule
- Fast facts
- Social Networking Services & Foodservice
- Insight capsule
- Fast facts
- Technological Dining & Location-Based Media
- Insight capsule
- Online Ordering & Review Platforms and Food Blogs & Photography
- Content synopsis
- Anatomy of the Mobile Restaurant User & the Urban Diner
- Key findings
- Using Social Media to Effect: Case Studies
- Chipotle Mexican Grill Insight Capsule
- Starbucks Insight Capsule
Chapter 2: Foundation & Growth Factors
- Introduction
- Restaurant landscape to shift quickly
- Drivers of change
- Broadband adoption and use
- Why it matters
- Penetration trend tapers
- Quick adoption
- Adoption slows
- Racial/ethnic gap closing
- Income and education divide haves from have-nots
- Graph 2-1: Broadband and Dial-up Adoption, 2000-2010
- A multi-access online world
- Mobile consumers; mobile technology
- Why it matters
- A plethora of consumer-facing potential
- Jumping the racial/ethnic divide
- Cell phone/smart phone penetration
- Cell phone services
- Smart phone share
- Notable demographics
- Race/ethnicity differences
- Social Media
- Apps galore
- Why it matters
- Apple leads the way
- Graph 2-2: Apps per Mobile Device, 2010
- Social networking and dining apps among most popular
- Location-based services gaining a foothold
- Nascent usage
- Traction among men, Hispanics, and Gen Y
- Table 2-1: Location-Based Services: Demographic Analysis
- Social networking connection
- Leading to swift evolution in context-aware advertising
- Why it matters
- Benefit: local, highly targeted, highly relevant traffic incentive
- Drawbacks
- Mobile payments
- Why it matters
- A new era of speed and convenience
- Usage is nascent, but consumer interest is there
- NFC payments set for launch and quick uptake
- Apple and Google in the wings
- Starbucks takes the barcode route
- Benefits
- Stored value card foundation
- TabbedOut is the wave of the future
Chapter 3: Social Networking Services & Foodservice
- Overview
- Social Media: Enormous reach and usage
- Time tells the story
- Social Networking Services
- Overview
- Business use of social networking services
- A plethora of platforms; a range of brand extensions
- Benefits to engaging social media users
- Challenges
- Consumer engagement
- Social media quickly passes majority status
- Interacting with companies common
- Using social media to learn about restaurants on the rise
- Facebook
- Overview
- Table 3-1: Facebook, Selected Metrics
- Navigating friendship and exposure
- Foodservice on Facebook, from McDonalds to Charlie Trotter' s
- McDonald' s
- Olive Garden
- Charlie Trotter' s
- Bottom line
- Facebook Places& Facebook Deals
- Incentives to leverage restaurant brand usage
- Finding the deal: how it works
- I told two friends, and they told two friends, and so on, and so on, and
so on
- Learning opportunity
- Counterweight: privacy issues
- A usage deterrent
- Facebook degree of engagement, by demographic
- For many, part of a lifestyle or routine
- Pavlov' s dog incarnate
- The bottom line: connection first, leverage second
- Key demographics
- Bottom line for restaurants
- Table 3-2: Engaged & Hyper-Engaged Facebook Users, Selected Demographics
- Facebook mobility
- Table 3-3: Engaged & Hyper-Engaged Facebook Users, Mobile Lifestyle
Segmentation
- Connecting to the opportunity
- Table 3-4: Engaged &Hyper-Engaged Facebook Users, Family Restaurant &
Steakhouse Chains
- Table 3-5: Engaged &Hyper-Engaged Facebook Users, Fast Food & Drive-Ins
- Table 3-6: Selected Restaurant Chains: Facebook Friends Per Restaurant
Foodservice Sales and Units
- Twitter
- Overview
- Table 3-7: Twitter, Selected Metrics
- Who do you want to follow?
- Promoting businesses
- Starbucks leads restaurant chains into Twitter territory
- Minimal advertising space crimps its potential
- Photo and video enhancements may provide counterweight
- Foodservice on Twitter
- The Counter hamburger chain: prove you follow us!
- The Mermaid Inn goes viral
- Tweeting vacancies
- What' s the password?
- Tumblr and Flickr promote visual, sensory appeal
- Food Trucks on Twitter
- Food trucks and Twitter work hand-in-hand
- Application: Meatyballs Mobile
- Twitter degree of engagement, by demographic
- Short, more intermittent bursts
- Key demographics
- Bottom line for restaurants: a multi-cultural, urban touchpoint
- Table 3-8: Engaged & Hyper-Engaged Twitter Users, Selected Demographics
- Twitter mobility
- Significant location-based marketing opportunity
- Table 3-9: Engaged & Hyper-Engaged Twitter Users, Mobile Lifestyle
Segmentation
- Connecting to the opportunity
- Table 3-10: Engaged &Hyper-Engaged Twitter Users, Fast Food & Drive-Ins
- Twitter likes Starbucks, too!
- Table 3-11: Selected Restaurant Chains: Twitter Followers Per Restaurant
Sales and Units
- Calculating ROI
- Firehouse Subs
- Tweet, tweet
- Facebook for feedback and spreading the message
- Einstein Bros. Bagels
Chapter 4: Technological Dining & Location-Based Media
- Technologic Dining
- Handheld devices
- Chili' s Pay-at-the-Table
- Why not a touch screen table?
- Google reaches into location-based bag
- Table 4-1: Google, Selected Metrics
- Google Maps
- Google Places
- Technology in University Dining
- CalDining and Ohio University on Twitter
- Duke Merchants on Points Delivery
- Next Chicago and prepayment
- The iPad
- Table 4-2: iPad, Selected Metrics
- Smartphones, Applications, and Location-Based Services
- Foursquare
- Business opportunity
- Challenges: cheating
- Bravo Network partnership links television shows to real locations
- Pepsi experiments with repeat customers
- Zagat badge
- Tasti D-Lite links Foursquare to loyalty program
- Table 4-3: Foursquare, Selected Metrics
- Layar
- TabbedOut
- Benefits to consumers
- Benefits to restaurants
- Drawbacks
- Aloqa
- Gowalla
- Table 4-4: Gowalla, Selected Metrics
- GyPSii
- Tagwhat
- Urbanspoon
Chapter 5: Online Ordering & Review Platforms and Food Blogs & Photography
- Overview
- Online ordering shifting quickly to multi-concept platforms
- Delivery and takeout future appears rosy
- Online Ordering Platforms
- DiningIn
- Grub Hub
- Foodler
- OpenTable, DinnerBroker and Restaurant.com
- Restaurant.com
- Dinner Broker
- Groupon
- Table 5-1: Groupon, Selected Metrics
- GoMobo
- Five Guys
- Papa John' s goes mobile
- NetWaiter pairs with Facebook
- Online Consumer Review Platforms
- Yelp
- Table 5-2: Yelp, Selected Metrics
- How it works
- Benefits
- Mobile application
- The Ethics and Effects of Yelp
- Steakgate
- Lawsuit pending
- Business response ammunition
- Authenticity factor
- Citysearch
- Zagat
- Going mobile
- Facebook Places partnership
- Bottom line
- Menupages
- Food Blogs and Food Photography
- Serious Eats
- The Restaurant Project by Stephen Hamilton
- TasteSpotting
Chapter 6: Anatomy of the Mobile Restaurant User & the Urban Diner
- Anatomy of the Mobile Restaurant User
- Note on reading charts
- Restaurant lifestyle engagement informs technology use
- Table 6-1: Mobility & Technology Attitudes & Behaviors
- Table 6-2: Mobility & Technology Attitudes & Behaviors, Restaurant
Lifestyle Group
- Higher-frequency restaurant users' technology connection
- Table 6-3: Mobility & Technology Attitudes & Behaviors, High-Frequency
Restaurant Segment Users, Selected Restaurant Segments
- A youth driven phenomenon
- Graph 6-1: Mobility & Technology Index, by Age, 2010
- Usage marked by racial/ethnic diversity
- Graph 6-2: Mobility & Technology Index, by Race/Ethnicity, 2010
- Income and technology correlation
- Graph 6-3: Mobility & Technology Index, by HH Income, 2010
- More of an urban phenomenon
- Graph 6-4: Mobility & Technology Index, by Location, 2010
- Significant technology cross-usage
- Table 6-4: Mobile and Computer Restaurant Ordering, Cross-Usage, 2010
- Mobility/technology analysis, by restaurant segment use
- Fine Dining
- Snack & Beverage, Fast Casual, Family, and Casual versus Fast Food
- Graph 6-5: Mobile and Computer Restaurant Ordering Index, Restaurant
Segment Usage, 2010
- Mobility/technology analysis, by restaurant segment mean monthly use
- Graph 6-6: Mobile and Computer Restaurant Ordering Index,
- Restaurant Segment Mean Usage, 2010
- Anatomy of the Urban Diner
- Note on trending feature
- The urban dweller: in brief
- Table 6-5: Key Demographics, by DMA Size
- Internet access location: DMA analysis
- Table 6-6: Internet Usage Location, Use Most and Use Also, 2010
- Internet access method: DMA analysis
- Table 6-7: Internet Home Usage, Access Method & Device, by DMA Size
- Cell phone service trends: DMA analysis
- Table 6-8: Cell Phone Services Used in Past 30 Days, by DMA Size
- Restaurant usage trends: DMA analysis
- Table 6-9: Fast Food and Drive-In Restaurants, Top 25 DMA Concentration,
10 Highest
Chapter 7: Using Social Media to Effect: Chipotle Mexican Grill Case Study
- Chipotle Mexican Grill, Inc.
- Competitive positioning: Customization; Food with Integrity
- Marketing that backs Food with Integrity
- Framing the message: demographic analysis
- A quickly growing consumer universe
- Strong income and gender skew
- Table 7-1: Chipotle Mexican Grill Users: Selected Demographics
- Chipotle Mexican Grill users: gourmets, meet practicality
- Table 7-2: Chipotle Mexican Grill Users: Food, Health and Diet Attitudes
- Chipotle Mexican Grill: connecting to the social media opportunity
- Table 7-3: Chipotle Mexican Grill, Social Media Engagement Analysis
- Chipotle Mexican Grill: quantifying social media
- Table 7-4: Chipotle Mexican Grill
- Facebook & Twitter Restaurant Sales and Unit Analysis
- Facebook use correlates with Chipotle use
- Table 7-5: Chipotle Mexican Grill, Facebook and Restaurant Visit Frequency
Analysis
- Chipotle Mexican Grill & Social Connectors
- Find me on my cell phone, then reap the rewards
- Table 7-6: Social Connectors Lifestyle Group,
- Chipotle Mexican Grill Visit Frequency Analysis
- Chipotle Mexican Grill website traffic analysis
- Chipotle Mexican Grill: Social Media and Technology Innovations
- Loyalty program to target “evangelical, super-passionate regular
customers”
- Facebook as marketing platform
- Facebook Deals promotional incentive
- Chipotle Mexican Grill by the numbers
- Table 7-7: Chipotle Mexican Grill, Selected Metrics, 2007-10
- Table 7-8: Chipotle Mexican Grill, Quarterly Sales Metrics, 2009-10
Chapter 8: Using Social Media to Effect: Starbucks Case Study
- Starbucks Corporation
- Revenue mix shows food trending upward
- Table 8-1: Starbucks, Revenue Mix by Product Type, 2009
- Recession response
- Menu pricing strategies and customer incentives
- Starbucks users, Starbucks snackers?
- Table 8-2: Starbucks Users: Restaurant Usage by Daypart and Restaurant Type
- Starbucks core users
- Table 8-3: Starbucks Users: Selected Demographics
- Starbucks guests: food adventurousness and fast food practicality
- Table 8-4: Starbucks Users: Food, Health and Diet Attitudes
- Starbucks: connecting to the social media opportunity
- Table 8-5: Starbucks, Social Media Engagement Analysis
- Starbucks: quantifying Facebook and Twitter audience
- Table 8-6: Starbucks Facebook & Twitter Restaurant Sales and Unit Analysis
- Facebook use correlates with Starbucks use
- Table 8-7: Starbucks, Facebook and Restaurant Visit Frequency Analysis
- Table 8-8: Starbucks, Twitter and Restaurant Visit Frequency Analysis
- Starbucks & Social Connectors
- Connecting to Social Connectors
- Table 8-9: Social Connectors Lifestyle Group,
- Starbucks Visit Frequency Analysis
- Starbucks website analysis
- Table 8-10: Starbucks, Downstream Site Visits
- Starbucks: Social Media and Technology Innovations
- A holistic approach firing on all cylinders
- Driving toward a strong, unified emotional connection
- Food and drink customization online
- Brand managers mingling with the people: what a concept!
- Leveraging loyalty: My Starbucks Rewards continues to gain traction
- Connecting with Wi-Fi
- iPhone apps
- e-gifting & the Starbucks Card Facebook App
- Mobile payments: Starbucks takes the barcode route
- Stored value card foundation
- Promoted tweets
- A same-store sales turnaround worthy of celebration
- Table 8-11: Starbucks, Selected Metrics, 2007-09
- 2010 brings good news
- Table 8-12: Starbucks, Selected Quarterly Metrics, 2009 and 2010
|
